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GMBA71-111: Marketing Management May 2022 [Online - Week 1 to 13]

General information

This subject focuses on providing students with an understanding of the principles of marketing and marketing management. It is designed to develop analytical and decision-making skills in marketing. Students will learn the marketing concept and be introduced to frameworks with which to analyse: product markets; marketing tools and strategies such as segmentation, differentiation and targeting; and positioning tactics using the marketing mix (product, price, promotion and distribution channels). Once you develop “marketing mind”, your way of viewing the world, thinking, and interacting with people will change. At the end of this subject, you will find yourself at the start line for entering the chaotic business world.


Academic unit:Bond Business School
Subject code:GMBA71-111
Subject title:Marketing Management
Subject level:Postgraduate
Semester/Year:May 2022
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Seminar: x12 (Total hours: 24) - Webinar 1
  • Personal Study Hours: x12 (Total hours: 96) - Recommended study time & reviewing materials
Attendance and learning activities: Participation in all scheduled sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible.


Prescribed resources:
  • John Burnett (2011). Introducing Marketing. BCcampus
After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
[email protected] & Email:[email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.

To access these services, log on to the Student Portal from the Bond University website as

Enrolment requirements

Requisites: ?


Restrictions: ? This subject is not available to
  • Study Abroad Students
  • Students on US Financial Aid
  • Students on a Student Visa who have already completed one third (33%) of their total program online.

Must be admitted into a BBT/MBA Program

Assurance of learning

Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.

At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.

Program Learning Outcomes (PLOs)

Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  1. Demonstrate critical thinking through an understanding of the fundamental principles of marketing. This involves an illustration of product positioning, analysis of the variables in the consumer and industrial market that determine the target market, construction of a target market profile, identification and explanation of the functions of the marketing mix
  2. Demonstrate knowledge and global awareness through the appreciation of the relationship of marketing theories, concepts and practices to both domestic and global marketing organisations
  3. Demonstrate responsibility and critical thinking by recognising the application of marketing principles in phenomena they see around them. Students will illustrate a greater understanding of the marketing processes that they encounter every day in their role as consumer as well as potential future roles in the marketing industry


Assessment details

TypeTask%Timing*Outcomes assessed
Student Engagement participation in live webinars, ilearn discussion boards 10% Progressive 1, 2, 3.
Presentation Presentation/Reflection 30% Week 1 1, 2, 3.
Essay Development Plan 25% In Consultation 1, 2, 3.
Written Report Written report 35% In Consultation 1, 2, 3.
  • * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
  • C = Students must reach a level of competency to successfully complete this assessment.

Assessment criteria

High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.
Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.
Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.
Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment.
Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.

Quality assurance

For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Study information

Submission procedures

Students must check the [email protected] subject site for detailed assessment information and submission procedures.

Policy on late submission and extensions

A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.

Policy on plagiarism

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Disability support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

Additional subject information

As part of the requirements for Business School quality accreditation, the Bond Business School employs an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Subject curriculum

Introduction to marketing. Marketing defined. The 4 Ps. Key terms: exchange needs and wants. Marketing versus selling and the philosophy of marketing. The societal marketing concept. The business marketing plan.

Introduction to strategic planning. Strategic planning defined. Elements of strategic planning Pest and SWOT analysis. Boston Consulting Group Matrix. Strategies and tactics. Growth strategies. Strategic alignment and strategic erosion.

Marketing in a global environment. Five entry strategies. Environmental factors affecting the marketing environment. The competitive environment. Marketing/ management orientations.

Etic and Emic management perspectives. Business to consumer. Business to business. Consumer decision-making terms. Consumer decision-making process. Low-and -high-end involvement decisions. The 5-step consumer decision-making process. Steps in the business-to-business decision-making process. The B2B buying centre.

Introduction to marketing research. Exploratory descriptive and causal research. Primary and secondary research. Qualitative research. Qualitative research. The five-step marketing research process. The rise of big data. Data visualization and infographics. Managing marketing research and the 4Ps. The marketing information system.

Introduction to new product development. Augmented, actual, and core products. The risk of new category entry. Product width, depth, mix, and line. Stages of new product development. New product adaption. The product lifecycle and product lifecycle curves.

Introduction to market segmentation. Requirements for effective segmentation. Segmentation bases. International market segments and the marketing mix. Selecting targets. Undifferentiated, differentiated, and niche marketing segmentation. Ethical issues and target marketing. Marketing positioning and perceptual mapping.

Introduction to promotional strategies. Elements of the promotional mix. Integrated marketing communication. Advertising. Sales promotion. Loyalty programs. Personal selling. Public relations. Promotional budgeting strategies. Evaluating promotional return on investment.

Introduction to supply chain management. Elements of a supply chain. Channel efficiency. Channel conflict. Competitive supply chains. Importance of a supply chain orientation and supply chain management. Supply chain strategies. Introduction to Logistics. Comparing the six modes of transportation.

The importance of pricing strategy. Cost-based pricing versus value-based pricing. The price-setting process. Pricing tactics. Technology and pricing. Legal and ethical issues in pricing.

Introduction to retailing. Importance of retailing. The wheel of retailing. Retail classifications. Types of physical retail stores. Non-store retailers. Location importance to retailers. Strategic retail issues in the 21st century.

Approved on: Mar 14, 2022. Edition: 1.6